Abstract

LUES, Heleneze-Tianè. Investigating the determinants impacting fashion brand loyalty among Generation Y students in South Africa. JCMAN [online]. 2024, vol.21, n.1, pp.1-24. ISSN 1815-7440.  http://dx.doi.org/10.35683/jcm23037.236.

PURPOSE OF THE STUDY: In the increasingly competitive fashion industry, it is essential for fashion brands and marketers to establish and enhance their customers' loyalty toward their brand as an effective means of survival and success. To achieve this, it is essential to understand the factors that impact their target market's brand loyalty. Although several studies have investigated brand loyalty in relation to various factors, limited research has focused on the interrelationships between the brand equity dimensions, while no such research exists within the South African fashion industry context, particularly from a Generation Y student perspective. Fashion remains significant to Generation Y individuals in particular, and therefore, this study determined the relationship between Generation Y students' fashion brand loyalty, awareness, association and perceived quality. DESIGN/METHODOLOGY/APPROACH: Following a quantitative research approach, the necessary data was collected from a convenience sample of 750 students registered at a South African higher education institution, using a self-administered questionnaire. The data analysis performed in this study included exploratory factor analysis, reliability analysis, correlation analysis and structural equation modelling (SEM). FINDINGS: The findings imply that Generation Y students' loyalty towards fashion brands is directly and indirectly influenced by their awareness of and their associations with the fashion brand. In addition, it was found that the perceived quality of the brand has a direct influence on their loyalty towards the fashion brand RECOMMENDATIONS/VALUE: To increase fashion brand loyalty among Generation Y consumers, their fashion brand awareness should first be increased, which could lead to stronger brand associations, improved quality perceptions, and ultimately, a stronger commitment towards the brand. MANAGERIAL IMPLICATIONS: Fashion brand managers and marketers should consider the interrelationships between fashion brand loyalty, awareness, association and perceived quality when aiming to enhance fashion brand loyalty among consumers. JEL CLASSIFICATION: M30

Keywords : Brand association; Brand awareness; Brand loyalty; Fashion brands; Generation Y; Perceived quality.

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